Dr Maks's Key Ideas from This is Marketing
by Seth Godin

It's not about the product, it's about the story.

Decisions are driven by emotions, not logic. Aligning with someone's identity and beliefs is key for successful marketing.

"People like us do things like this."

Change happens through tension. Marketing should cause a respectful discomfort— a gentle push that changes the way you think or act.

Great marketing is about finding your place in the customer’s story. You don’t need to yell louder - you need to resonate deeper.

Here’s how to make your message connect:

• Position yourself as a solution, not just a product
• Understand the customer’s needs and speak to them
• Don't push, create a meaningful connection

The most successful marketers act like problem solvers, not manipulators. Your work should be generous, consistent, and built on trust.

Your product or idea serves as a tool for connection. Create a community based on shared values rather than just features.

• Connect with like-minded individuals
• Foster a sense of belonging
• Build relationships that last

Marketing is more than a quick fix; it's a long-term strategy. Building trust, reputation, and obtaining permission take time and effort. Instead of looking for shortcuts, focus on building relationships.

Key Concepts:

Relationships are more important than hacks

Building trust and reputation takes time

Marketing is a long-term strategy

The Power of Earned Attention

Issues with Traditional Advertising:

• Traditional ads are losing their effectiveness
• People are not paying attention to them as they are only seeking out what matters to them
• To make an impact, brands need to be relevant and meaningful

Attention is earned, not stolen. Instead of interrupting daily life, make an effort to be a part of it and provide something valuable to your audience. Build relationships and understand what matters to them. Get into their headspace and provide authentic content or services, not just a sales pitch.

Viral content may seem desirable, but it often lacks substance. Meaningful work has a lasting impact. Aim for quality, not quantity.

Best Practices:

• Avoid going viral on social media.
• Focus on creating meaningful work.
• Quality over quantity for lasting impact.